4 Minutes With Maren Seitz: Helping Businesses Make Better Data-Driven Decisions
Commercial intelligence and scenario planning are hot topics in today’s marketing world. Analytic Partners’ Head of DACH, Maren Seitz, joins Peggy Anne Salz in the latest “4 Minutes With…” episode to discuss how Analytic Partners’ new measurement tool, Commercial Analytics, revolutionises data-driven decision-making. Featured on several podcasts and referenced as a “standout market researcher,” Maren is the expert to listen to about strategic planning and driving business growth.
Watch Maren’s full interview below.
Commercial Analytics: An Advanced Approach To Commercial Intelligence
Maren tells us Marketing Mix Modeling (MMM) — once a powerful tool for quantifying business success — no longer hits the mark. As such, businesses need a modern, innovative measurement tool to keep up with change in this age of acceleration. That tool is Commercial Analytics, which combines econometrics and machine learning to provide a multi-dimensional, integrated, and holistic approach to data-driven business planning.
In their latest white paper, Analytic Partners says that Commercial Analytics incorporates every aspect of the customer journey, providing a unique and transformative lens through which brands can understand and engage with their customers. It incorporates brand, customer, product, operational and external factors for a full view. With Commercial Analytics, companies can quantify the impact of “brand,” optimise across various customer segments, and measure both long and short-term impact. What’s more, this new, innovative approach to unified measurement pays off big time. In a financial case study, the solution delivered over $75 million in incremental value to a financial services brand.
“At a very high level, we help businesses make better data-driven decisions,” says Maren. “We simulate future ideal allocations of budgets for clients or look at their data to help them better shift between activities, so they can make the most out of their money going forward.”
A Turn In The Forecasting Tides
Constraints to digital data and the looming global recession are making traditional forecasting habits more challenging than ever. So it’s no wonder business executives are asking the question: Is financial forecasting a thing of the past?
This uncertainty is why, Maren says, many businesses are adopting scenario planning. Scenario planning allows brands to prepare for multiple outcomes over the year and pivot their strategy on the fly. In September 2022, Analytic Partners announced enhancements to its GPS-E Platform that help brands make crucial adaptation decisions by offering capabilities like faster multi-dimensional analysis, pricing for optimised advertising, and practical recommendations for navigating the cookieless future.
“Simply put, that means you don’t just plan for one future,” Maren explains. “But you plan for several possible futures that could unfold.”
